I’ve always this fascinating — why do we give words so much power over us? Why do we feel some words are emotionally charged, or embarrassing, or even taboo? Words, really, are meant to communicate, and yet we let them have the power to hurt us, to anger us, to hurt others.
For example, if I were to write ad copy (here we are back to copywriting again) for a feminine hygiene product and use the phrase “vaginal dryness,” no one would be concerned. When a playwright, Broadway production crew, and actors create an award-winning presentation called “The Vagina Monologues,” the name itself stirs controversy.
Maybe that’s a lame example, but you get my idea. We only react to words and phrases the way we do because we or our society have created an emotional charge that overpowers simple “dictionary meaning” in most of the language. And even though the words, thoughts, and social/culutural trappings change from one language to another, virtually every spoken and written language does the same.
I’ve said all this as a caution for you when you write. Be alert and careful as you choose words to express your thoughts, from writing dialog to creating an action scene. Learn as much as you can about language usage and the cultural context of the language you use. It’ll make your writing more effective — and could even save you some embarrassment.
I posted recently inviting copywriters to share some of their best tips. So far, I’ve gotten no responses, but, hey, never give up.
Another question for you copywriters — what are some easy bonuses you can offer in ad copy to sell a product, besides useful features and a good sale price?
Maybe price is everything for selling some products. In that case, a low price and/or some sort of discount coupons may be the best bonus. There’s one other factor though which makes a major difference when you’re writing copy to sell something on the Internet. Can you think of what I have in mind?
How about free shipping?
Most items people buy on the Internet are things they already know of and have some thoughts about buying. They probably already appreciate the features/benefits of the product — and maybe they’ve even done comparison shopping to find the price they’re willing to pay.
But offering them free shipping can be a terrific “deal maker” for your website.
So whether you’re selling something of your own, say at an online auction site, or you’re working with a merchant partner doing affiliate marketing or even doing drop shipping, try to find a way you can offer free shipping in your sales copy. Indeed, if you’re writing ad copy for the Internet, you should clarify with the person/website/company paying you whether free shipping is an option you might feature.
Bet profits will jump.
Whether you’re writing about custom wheel covers, collectible silver spoons, or patio furniture covers, what is your best tip for those who find themselves needing to do their own copywriting?
I ask this for a number of reasons. For one thing, we can all learn from each other. For another thing, I often find myself working on an affiliate marketing website and needing to do my own copywriting. I’ll be I’m not alone on that.
In a perfect world, we all would be able to afford hiring a great copywriter and make a bucket of money from their services. But in the less than perfect world where most of us live, blog, and build websites, we often are our own “best” copywriters.
Share you comments, please, and help out those of us who are “learning-as-we-go” to write successful sales copy.
